Spain’s tourism sector grew 2.5% in 2025, trailing the 2.9% national economy but hitting a record €218 billion GDP share (13%), per Exceltur/ObservaTUR reports. Visitor numbers from Germany (-3.4%), France (-1.1%), Netherlands (-3.9%), Italy (-1.3%) dipped amid rising costs, yet foreign spending soared 7.9% on premium gastronomy, stays, experiences—outpacing 3.4% volume rise. Travelers opt for shorter, higher-value trips, easing overtourism in Barcelona/Málaga while boosting sustainability. New eco-hotels and farm-to-table dining spots thrive as guests seek authentic vibes over crowded beaches.
UK (+3.2%), Portugal (+6.2%), Ireland (+5.6%) buoy arrivals; 2026 forecasts 2.4% sector growth, edging Bank of Spain’s 2.2% economy projection amid US geopolitical risks. Operators pivot to targeted marketing, differentiation for selective guests favoring cultural immersions, wine tours, and wellness retreats. Operators now offer bespoke itineraries like Andalusia hiking or Basque pintxos crawls, drawing high-spend millennials/gen-Z prioritizing quality.
This “normalization” post-10.5% 2023 boom promises balanced wins: higher profits, less strain, personalized holidays. Local businesses gain from dispersed crowds to inland gems like Extremadura or Galicia coasts. Sustainability certifications rise, cutting plastic use and emissions.
Key Points
- 2025 Growth: 2.5% tourism vs 2.9% GDP; €218B (13% economy).
- Spending: +7.9% foreign amid volume dips.
- Declines: Germany/France/Italy/NL down 1-4%.
- 2026 Forecast: 2.4% rise.
- Trends: Premium/short stays, sustainability, personalization.
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